ray-ban house | a new cultural destination in new york

Ray-Ban.

Ray-Ban has officially stepped into a new era of experiential retail with the opening of Ray-Ban House in Soho. Far from a traditional store, the two-storey townhouse at the corner of Prince and Lafayette is a culture-first sanctuary designed to merge the brand’s heritage with the high-velocity pulse of New York. This debut follows the landmark announcement of Jennie as the new global ambassador, fronting a campaign that unifies classic eyewear and the brand’s tech-forward Meta line. 

The house officially opened on 4 May with an exclusive Met Gala after-party, doubling as a celebration for Jennie’s new role. The night featured an immersive atmosphere defined by deep red floors and mirrored ceilings, echoing the aesthetic of Jennie’s debut campaign – where red tones nod to her stage name, Jennie Ruby Jane. Oscar and the Wolf kicked off the live performances, followed by a set from Daniela Lalita. Later on, Jennie moved through the space and eventually joined the DJ booth alongside Lalita and Angelica Ballesteros. 

Ray-Ban.

Ray-Ban.

Inside, the house functions as a living archive where iconic frames sit alongside experimental silhouettes from Ray-Ban Studios. The experience peaks upstairs in a hidden VIP room behind a concealed entrance. Here, the focus shifts to bespoke luxury with the Wayfarer Puffer Diamond edition – a collaboration reimagined by creative director A$AP Rocky. This space allows for one-of-one customisation, where materials and gemstones are assembled into individual pieces that align more with fine jewellery than traditional eyewear. 

Ray-Ban.

Ray-Ban.

Beyond the eyewear, the house integrates a permanent all-day restaurant led by Chef Pasquale Cozzolino of Ribalta. The menu features Japanese-style milk bread sandwiches reinterpreted through an Italian lens, alongside a curated raw bar and small plates.

Ray-Ban House avoids the labels of flagship or venue, settling instead into the role of a recurring destination for community and culture-led connection.

photography. courtesy of Ray-Ban
words. Gennaro Costanzo